Born in New York the first restaurant with no tables, no chairs, roomless, no waiters, definitely, without self-service restaurant, but with enough technology to feed the entire city.
Today I want to introduce the first major project, in the restaurant industry, based on the concept of ubiquitous restaurants, many of you already know. Is a term that comes from my research on the disruptive impact that technology is having on the restaurant industry, I invite you to read the next post “The Ubiquitous Restaurants”.
Is about Maple, a restaurant, or rather, an app, as the restaurant does not exist physically, getting change the logical sense of the relationship between client and restaurants, that is to say, Now is the restaurant which is customer.
To understand the project, we assume that a central kitchen Maple is created by David Chang, Soa Davies, and Kluger, Mark Ladner, Y Brooks Headley, some of the most important chefs in New York City, that through technology, eliminate all processes own room service and a restaurant, but they made available to its customers food, through an app, at that point of the city where the customer requires it, although at present only serve in the financial district of Manhattan.
Maple, It is a project that has achieved funding 22 millions of dollars, mainly technological investment fund, It born under process “Uberizacion” that is occurring in the restaurant industry and specifically, in the niche food delivery service, but with some interesting differences.
The main objective is to create Maple “an emotion around food” but without a physical space to interact with the client, seeking excellence in 5 factors:
1.- Prices within reach of almost everyone and all inclusive, more concretely, the price of lunch menus are 12$ and dinner 15$, but beware, taxes, tip and transport included.
2.- rotating daily menus, freshly made, simple and high quality ingredients, daily propose three different menus for lunch and three for dinner, and always a vegetarian option. Limit the range allows the kitchen staff focus on quality and speed.
3.- The best experience in delivering, It is done by bicycle or on foot, never exceeding 30 minutes, for this area exclusively limited to the neighborhood where the central kitchen is located.
4.- Smart technology, which not only allows you to receive orders, If you do not prioritize orders in the kitchen based on the time and the most efficient routes, to get a better meal delivery, faster and fresher.
5.- optimized packaging, careful design of the packaging so that they can withstand different temperatures and with a reduced space for comfort in transport. They also benefited from major designers to create the brand and delivery bags.
Maple is a scalable model, they do not have the limitations of physical space restaurants, representing a decrease of spending very important, but on the other hand it needs to be very efficient in two difficult elements to coordinate, volume of orders and delivery quality, It is forcing you to have a lot of staff both in the kitchen and in logistics, only in the financial district of Manhattan, they already have 32 dealers.
Maple wants to open a central kitchen in every neighborhood in New York, your goal is to feed every day, through its app, all New Yorkers who wish, and of course, expand to other cities in United States.
There is no doubt that this is a new business model in the restaurant industry, where technology is the key innovative feature that allows you to be different and competitive, But the question that arises is…
Are we witnessing a restaurant that sells food or we have a technology company that sells meals?